The long-awaited EU Marketing Standards finally came into force this week. For the first time in 20 years, consumers can now buy curvy cucumbers and knobbly carrots, as the bureaucrats in Europe have relaxed stringent rules surrounding the specifications on 26 fruit and vegetable lines.

The big question is whether shoppers will actually buy less-than-perfect produce. Consumers tend to shop with their eyes, begging the question whether they will opt for a crooked carrot over a “perfect” specimen when presented with the two side by side.

No doubt the economic climate will make a difference. If imperfections are reflected in the price, as we are being led to believe will be the case, then that could make all the difference for cash-strapped shoppers. The growth in cooking from scratch could also benefit so-called wonky fruit and vegetables. Above all, education is needed to show consumers that the quality and flavour of these products is not affected by their appearance.

Unfortunately, there will be an effect on traders, as confusion continues over the new regulations and bureaucratic pressures could make life difficult - in the short term, at least. Greater guidance is needed. However, a vast amount of fruit and veg wasted each year simply for not meeting EU standards will now be saved. That, at least, is a step in the right direction.